Social media creates visibility
Facebook, LinkedIn, YouTube, Instagram and Twitter make your company more visible. Social media strengthens the dialogue with customers, business partners and employees.
Social media is a large part of your employees’ daily lives. Therefore, it can be an advantage to involve employees in corporate communication on social media. However, it is a good idea to formulate a set of traffic rules on social media to let your employees know, what you expect in terms of how they engage in social media, for example in relation to customers.
Read more on this page about how corporate communication on social media benefits your business. Read also more about how our team at Grønbech advises and assists with your corporate communication on social media.
Social media creates corporate visibility
For small and medium-sized enterprises and niche companies, social media is an effective channel to expanding the network, strengthening relationships and gaining attention. When you start working professionally with your company’s communication on social media, you are likely to experience:
• Social media builds and strengthens your corporate brand
• Social media creates traffic to your website and newsletter
• Social media creates a platform of dialogue with your customers
• Social media shows the effect of corporate communication
• Social media enables you to make effective marketing on small budgets
Social media builds and strengthens your corporate brand
When content is liked and shared on social media, it is spreading very fast. In this way new potential customers are more likely to have your company and your products and services top of mind. That means your corporate messages reach many people, when your employees, customers and business partners participate in spreading corporate messages.
That is exactly what Hf2net.dk experienced through Grønbech’s execution of a targeted campaign towards students and parents at Facebook. The campaign created great activity on Facebook via likes, sharing and comments. The Facebook campaign lead to 16,000 interactions and more than 7,500 visitors on web. Hf2net.dk experienced a significantly greater awareness among young students and their parents towards the 2-year HF, a special Danish 2-year high school education.
Social media creates traffic on your website and newsletter
When linking to your website in a social media post, it increases the possibility for more visitors on your website. For example, the company “Nemt Fundament” came to Grønbech for assistance on making links between the company’s website and social media posts. As a result, the company saw a significant increase in the number of visitors to their website. Through small stories on social media linking to the website, Nemt Fundament achieved an increase of more than 10,000 visitors, compared to the previous year. In addition, there were 400 new inquiries through the website’s contact form.
Social media provides dialogue with your customers
Social media enables you and your business to create successful interaction with your customers. There may be comments about your company cases, products and services with contests or the opportunity to like, share or comment on Facebook. All the things that help create customer engagement. When you engage customers in your business on social media, it increases the likelihood of retaining existing customers and recruiting new ones.
This strategy has been used by DRYTECH as they marketed one of their offers online. At Grønbech, we helped them create personal stories on social media about happy customers, and other customers were willing to share, like and comment on this. By letting customers engage on social media, DRYTECH gained greater commitment and new customers.
Social media shows the effect of communication
Both Facebook, LinkedIn, YouTube and other social media platforms provide the administrator of the company profiles with good statistics and tools to help you understand, how different content is performing and what basically interests your customers, collaborators and employees. For example, you can measure who your content is reaching and how they engage with different types of content. This gives you a better starting point for communicating more relevant and personal.
Social media enables you in effective marketing on small budgets
Through advertising on social media, you can target your marketing to the most relevant audiences for example regarding gender, age, interests, industry and geography.
If you have not tried it before, you will probably be surprised as to how far you get on relatively small budgets.
For example, ITS Technology has experienced that a single post on LinkedIn opened the doors to a new big customer as well as increasing the number of followers on the company’s profile significantly. Furthermore, a Facebook campaign for Hf2net.dk used only 66 percent of the planned budget, while over 600,000 people saw the campaign.
Your employees’ involvement on social media
Social media is a major part of the employees’ everyday lives. By involving your staff as digital ambassadors, you get even greater impact on your company’s activities on social media. If your messages come directly from employees, there is also a greater chance that they will be perceived as authentic, present and credible.
In recent years, especially large Danish companies have started working with employer advocacy. In short, this means that your company as a workplace becomes visible on social media and that your employees become ambassadors for the company. Through employer advocacy you make your employees active on social media so that they become digital ambassadors for the company and help to spread your messages through their own social media profiles by sharing, “like” and commenting on your stories.
You can engage your employees through employer advocacy in many ways. For example, it is a good idea to involve the employees’ own network when you need to recruit new employees and ask the employees to share or “like” the company’s job postings on social media. You can also publish employee portraits on your website, as video and on social media. In this way, employees share their work day, knowledge and experience through video, posting to social media, blog posts or a completely different content format.
A good example of how employees can help market the company, can be found at Skou Gruppen. Grønbech has helped the Skou Gruppen to produce a series of YouTube films, where employees tell about Skou Gruppen as a workplace. In addition, we have made a campaign on Facebook and LinkedIn in order for the films to create visibility and commitment, significantly more followers to the company’s profile and effective Employer branding.
Guidelines for employees on social media
Employees are different and have different attitudes and habits, even when it comes to social media. For most, there are also differences in how they act as private persons and how they act work-related on social media.
Therefore, it is a good idea to formulate a set of guidelines for how to engage in social media when at work. For example, your guidelines for employees’ use of social media in working hours may respond to:
• Should employees be on social media during working hours?
• How do the employees relate to customers?
• Do the employees write about your business?
• Can managers and employees be connected?
• Do the employees have license to criticize your company?
• How are employees expected to act if customers or competitors criticize the company?
Help to get safe on social media
Are your employees, customers and collaborators active on social media? When the answer is yes, it means that you and your company should also be present on social media.
Grønbech provides professional advice to strengthen you and your company’s communication on social media. This applies to both scenarios, you are already well-off on social media or you are going to establish your business safely on social media for the first time.
Grønbech helps you create visibility with creative content that improves engagement across the online channels that are most effective for your business. We find and develop good stories, tell them and help you get in touch with relevant customers, companies and collaborators.
How we develop communication for our customers on social media
At Grønbech we help you and your business with:
– A social media presence strategy
– Establishing and launching profiles and groups on social media
– An editorial and continuous development of content, operation and optimization on social media
– Advertising, ad campaigns and video campaigns on social media
– Online marketing, involving advertising on social media
– Recruitment through social media